Web Design Training part 12

‫آموزش طراحی وب سایت‬
‫جلسه پانزدهم – بهینه سازی برای موتور جستجو‬
‫تدریس طراحی وب‬
‫برای اطالعات بیشتر تماس بگیرید‬
‫تاو‬
‫شماره تماس‪09125773990 :‬‬
‫‪09371410986‬‬
‫پست الکترونیک ‪:‬‬
‫‪[email protected]‬‬
Web Design Training
SEO
Part 15
Author :Babak Tavatav
[email protected]
Search Engine Optimization
3
Major Search Engines and Directories
Search Engine Producers
• Google
• Yahoo!
• Live Search (MSN)
• Ask.com
• Gigablast
• WiseNut
Web Directories
• Open Directory Project
(DMOZ)
• Yahoo! Directory
4
Bruce Clay’s Search Engine Chart:
http://www.bruceclay.com/searchenginechart.pdf
5
Basics of Search Friendly Design
6
Basic SEO Concepts
• Keywords: Use text that targets your audience; and
attracts search engines and links from other sites
• Navigation: Give users and crawlers easy access to
content
• Design Elements: Make sure bells and whistles don’t
undermine SEO efforts
• Page Rank: Develop a linking strategy to improve
your site’s “popularity”
7
Things Search Engines Like
• Text (Keyword)
– Words and phrases that match what your target
audience types into search engines
• Site Navigation
– Site navigation and URL structure that search
crawlers can easily follow
• Links to Your Site
– How “popular” are you?
8
Robots Exclusion
• Robots.txt File
– Place in server’s root directory
– Two elements: User-agent, Disallow
– Example:
User-agent: *
Disallow: /cgi-bin/
Disallow: /scripts/
Disallow: /images/
• Meta-Tag Robots Exclusion
<head><meta name=“robots” content=“no index,
nofollow”></head>
9
Managing Page Content
10
Keyword Prominence
 Search engines place “weight” on terms
according to where they are used
Primary Text
• Title tag
• Body text
• Anchor text
• Text near the top of the page
• Headings and Emphasized Text
Secondary Text
 Alt text
 Description tag
 Domain name and
URL elements
11
What About Metadata?
• Metadata is not a factor in most web search engines
• Except for Title and META description tags, crawlers
ignore other META tags
• Use metadata if important for your agency’s mission
or enterprise systems (e.g., CMS, site search engine)
12
Keywords in Text
• Choose one or two keywords or phases to optimize for
each page
• Use language of your audience
• Do not over use - avoid keyword stuffing
• Keywords in links influence relevancy of the pages
your linking to
– No “click here” links
13
Site Navigation
14
Problem Navigation Schemes
•
•
•
•
•
•
Poor HTML coding
Image maps
Frames
JavaScript
Dynamic Pages
Flash
15
Help Crawlers Navigate
• Create a Site Map
– HTML page on your site with text links
• Create a Sitemap
– An XML file that lists your site’s URLs
– Allows crawlers to analyzes information about your site’s
architecture to improve crawling
– Google: http://www.google.com/webmasters/
– Yahoo: http://siteexplorer.search.yahoo.com/
– Site Maps Protocol: http://www.sitemaps.org/
16
Case Studies
17
18
Case Study: Business.gov
 Page created March ‘07
 Submitted to crawlers, listed in DMOZ
 0-78 inbound links
Term: Advertising Regulations
• #6 on Google
• #8 on Yahoo
• #2 on MSN
• #1 on USA.gov
19
Case Study: Business.gov
• Text Component: page is well-optimized for
“advertising” and “regulations”
• Link Component: All text links
• Popularity Component: Inbound links are
using title submitted to DMOZ – “advertising”
and “regulations”
20
Case Study: NOAA Fisheries
Term: Fisheries
• #1 on USA.gov
• #2 on MSN
• #2 on Yahoo
• #3 on Google
Term: Fish
• Doesn’t show up on the
first page or subsequent
pages
21
22
Case Study: NOAA Fisheries
• Text Component: page is well-optimized for
“fisheries” but not “fish”
• Link Component: “pull-down” menu may be a
problem for some crawlers. Add search
friendly navigation (e.g., site map)
• Popularity Component: Lots of inbound links
using “fisheries” (not “fish”) in anchor text
23
Who Is King?
Rank Search Engine
Based on U.S. searches
1.Google Search
2.Yahoo Search
3.Live Search
4.Ask Search
67.90%
20.28%
4.52%
4.17%
Hitwise - US Inet usage-April 26, 2008 - based on volume of searches
ranked by volume of searches.
SEO COMPONENTS
CONTENT IS KING
LINKS ARE QUEEN
Getting Ranked - Title Element
• 1. Title Element
– Each page must have its own unique title tag
– Should not exceed 65 characters
– Title should contain 2-5 keywords
– Use keywords early on-truncated
– Title tag text is used in the hyperlink appearing on
SERPs
– Include service or product name in title tag
The Correct Way Up - The SERP Ladder
Title Tag
Getting Ranked - Description Tag
• 2. Description Tag
– Unique to each page
– 15-25 words
– Typically first 150 characters displayed
– Up to 400 characters indexed
– Use the same keywords in the title
– Many search engines use this text to describe your
site after the hyperlink in SERPs.
– Make it descriptive and compelling
The Correct Way Up - The SERP Ladder
Descriptive Tag
Getting Ranked - Keyword Tag
• 3. Keyword Tag
– Some Search Engines still use this tag
– No more than 10 keywords (5 is better)
– Comma separated
– Google does not use it
Getting Ranked - Heading Tag
• 4. Heading Tag
– Guide the spiders and humans thru text
– Use keywords and keep headings in order
(H1, H2, H3, etc.)
– Can use CSS (cascading style sheets) to control size
Getting Ranked - Heading Tag
Getting Ranked - Alt Tag
• 5. ALT Tag
– Image tag
– Must be descriptive
– Must contain keywords
– Must be appropriate to image
– Important for Universal Search
Getting Ranked - Alt Tag
Getting Ranked - Links Are QUEEN
• 6. Links-ARE QUEEN
– Anchor text is important
– Use keywords in anchor text
– Inbound links-Authoritative Sites
– Blogs Rule (for now)-fresh content
– Paid links can kill (not nice Google!)
– Social Networking-Digg It
– Reciprocal links can kill
Getting Ranked - Links Are QUEEN
• 6. Links
– Anchor text is important for:
• Inbound links-use keywords
• Internal links-content and navigation links
– Content keywords linked to internal pages
» use full URL
– Navigation-use keywords were possible
– Navigation-text links
» PLEASE NOT IMAGE LINKS
» JAVASCRIPT OK IF EXTERNAL FILES
» OR use text links in addition to site navigation
Getting Ranked - Links Are QUEEN
• 6. Internal Links
Getting Ranked - Content is KING
• 7. Body Text
– CONTENT IS KING
•
•
•
•
Quality is important
Keywords should be prominent in first 200 words
Distribute keywords throughout page
Text-contain Keywords in the title of the paragraph-use
H tags
• Spiders looking for subject matter experts to deliver
relevant search results to users
• Write for people first
Getting Ranked – Content is KING
• 7. Body Text
– Build a theme-tell people and search engines what
your PAGE is about
– At least 250-400 words for home page
– 350-500 words for inner pages
– Home page
• Feature most important products or services with
LINKS to the product or service internal pages
END

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